PRESS RELEASE

Tulip's iconic Danepak bacon now with 30% less salt

Tulip Ltd has developed an innovative curing process for its iconic Danepak bacon brand which means it will contain 30% less salt than standard bacon, whilst still delivering the same great taste that consumers across the UK have loved for over forty years.

 Tulip's ground-breaking curing process features the pioneering use of Iposol, an innovative sea salt solution developed by Iposol GMBH, which is an industry first and ensures the unique flavour and eating experience that Danepak bacon currently delivers is maintained.

 Commenting on the development, Tulip Ltd's Senior Brand & Licensing Manager Simon Harrington explains; "Danepak bacon has for over forty years been loved by households across the UK. The reduction of its salt content by a staggering 30% will mean that consumers looking for a tasty treat can rely on Danepak's ability to deliver on quality and taste whilst offering a healthier alternative to standard bacon.

 "Our unique curing process is an industry first and we are incredibly excited by the additional sales opportunities that our newly developed technology will offer our retail and foodservice customers over the coming months.

 As part of Tulip's ambitious marketing plan for Danepak, the company has appointed award winning London based advertising agency isobel and Windsor based strategic design specialists 1HQ to assist with the relaunch of the Danepak brand later this year. This will include a complete redesign of existing branding and packaging formats and will be supported by a multi-million pound above and below the line advertising campaign.

 The 30% less salt Danepak range of back bacon rashers will initially be available in Tesco, Co-op and Booths stores from early February 2015.

 ENDS January 2015 (With pic Caption: Danepak 30% Lower Salt Bacon)

 Notes to Editors:

Tulip Ltd is the country's leading consumer food solutions business, with 16 fresh and cooked meat sites across the UK, employing around 7,500 people.

 The company is owned by The Danish Crown group, which is the largest pork producer in Europe and the biggest exporter of pork in the world.

 Tulip Ltd is listed in the Sunday Times Inward Investment Track 50 - a new league table which recognises the important role overseas-headquartered multinationals employing the most people in the UK play in the economy.

 For further information, please contact:Ken Wallace, Thorpe PR,Tel: 07966 139797Email:ken@thorpepr.co.uk